FYI 01.24.08

MasterCard Goes Podbusting on TNT's SAG Show

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While the fate of this year's Academy Awards is clutched firmly in the hands of the Writers Guild of America, the show will still go on for at least one high-profile awards fest this weekend -- and some marketers, too.
Mastercard Auction


MasterCard is teaming up with TNT and TBS for their simulcast of the Screen Actors Guild Awards on Sunday, 8 p.m. ET, for the premiere its new mini-drama "The Auction." The multipart commercial series focuses on a young woman who uses her MasterCard to book a flight to Paris, where she can bid on a long-lost item that belonged to her grandfather.

This is the second time MasterCard and TNT have banded together for co-branded podbusting entertainment, as engineered by MasterCard's media agency, GSD&M's Idea City. The first pairing, "Late: A MasterCard Mini-Drama," aired on TNT in 2006.

"As a brand, we're always looking for unique ways to cut through the clutter of a highly competitive advertising environment and 'The Auction, presented by MasterCard' is one example of how we're doing just that," Michael Lao, VP-media at MasterCard Worldwide, said in a statement. He said the network "helped us seamlessly integrate our product into the storyline," which allowed MasterCard to discuss its MasterCard World Elite card that targets affluent consumers.

Other sponsors for this weekend's SAG ceremony include L'Oreal on TNT and Slim-Fast and Subaru for both TNT and TBS. -- Andrew Hampp
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